Abstract
Digital marketing is a marketing technique that is widely discussed in the latest literature. The complexity of digital marketing creates new variables in an effort to increase purchase intention, such as consumer conformity, social ties and EWOM (Electronic Word of Mouth). This study aims to analyze the relationship between consumer conformity, social ties, and EWOM in digital marketing on the Shopee, Lazada, and Bukalapak platforms. Through quantitative methods using Structural Equation Modeling (SEM) analysis using AMOS software on 200 respondents consisting of users of the Shopee, Lazada, and Bukalapak platforms. This study analyzes 5 hypotheses, which is then statistically proven to have a significance value of < 0.05, which means that there is a significant relationship between the variables, thus all hypotheses are supported. The results indicate that social ties and EWOM can have a significant effect on consumer conformity and are also able to directly affect purchase intention. This research also highlights that consumer conformity has a significant effect on purchase intention in digital marketing.
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